An Interview with Ashmika Gupta and Kush Dhannawat, co-founders of Bijou Co
In an interview, Ashmika Gupta and Kush Dhannawat, the innovative co-founders of Bijou Co, share their entrepreneurial journey. They discuss the inspiration behind their brand, the challenges faced, and their vision for the future of sustainable fashion.
Can you share the story behind the founding of Bijou Co?
Ashmika Gupta: Through countless hours immersed in the traditional jewelry market, Ashmika, a second generation jeweller with over 12+ years of experience, saw a growing disconnect. The grand, traditional pieces, while stunning, didn’t always resonate with the rhythm of modern women’s lives.
They want something ‘blingy’ for everyday wear but without the hefty price tag. That’s when it clicked: there was a clear gap.
Her vision ignited: to bridge this by creating fresh, contemporary jewelry using attainable materials like lab-grown diamonds and gold-plated sterling silver, crafting pieces perfectly suited for today’s empowered consumer.
What inspired you to start a digitally native, remote-first diamond jewelry brand?
Kush Dhannawat: We founded Bijou Co. because we saw how comfortable today’s generation is buying online, and we recognized that the experience of going to a traditional jewellery store can sometimes feel daunting and even time consuming in the modern fast paced world.
Our inspiration was simple: make it easy.
As a digitally native, remote-first brand, we’re making the process of finding or creating something special as seamless and approachable as possible.
You don’t need to block out your day; we bring the expertise and the beautiful pieces directly to you, on your terms. It’s about making the journey to owning something exquisite feel effortless and enjoyable.
How has being a remote-first company influenced your business operations and company culture?
Ashmika Gupta: We work with contracted artisans, eliminating the need for large inventory space, and use third-party logistics for fulfillment. This keeps our operations incredibly lean and green.
Most internal meetings happen on online platforms, streamlining our processes. Our remote setup means we’re built on flexibility and accessibility. We readily offer online consultations to customers globally.
We’re also exploring pop-up events for a physical touch-and-feel experience, ensuring we connect with clients on their terms, making fine jewelry acquisition seamless and modern.
What were some of the biggest challenges you faced in the early stages of launching Bijou Co, and how did you overcome them?
Kush Dhannawat: One of our early challenges at Bijou Co. was packaging. We wanted something premium and unique, but also with a low environmental footprint. Finding suppliers willing to experiment and meet both our design and sustainability needs was tough.
Many just weren’t on board. But we refused to settle. We eventually found a supplier to create our custom cotton pouches. These are not only premium and easy to carry (unlike bulky boxes) but also far more eco-friendly.
The key lesson: never compromise on quality or values. We’re still innovating our packaging, ensuring every detail of the Bijou Co. experience is exceptional and sustainable.
How do you differentiate Bijou Co from traditional diamond retailers and other lab-grown diamond brands?
Ashmika Gupta: Bijou Co. sets itself apart by offering modern luxury without the traditional price tag. We use 18k gold-plated sterling silver, providing the exact same luxurious look as solid gold, but at a significantly more accessible price.
You get the aesthetic without the cost. Our designs are made for your modern lifestyle. They’re versatile for any occasion—from work to dinner—and built for daily wear.
Our pieces are anti-tarnish and hypoallergenic, meaning you don’t have to worry about damage or skin irritation. Bijou Co. delivers diamond beauty in durable, comfortable designs that fit your life, offering unmatched value and everyday wearability.
What types of products do you offer, and how do you decide on new designs or collections?
Ashmika Gupta: At Bijou Co., we offer a curated range of essential diamond jewelry, including bracelets, rings, earrings, and neckpieces (necklaces and pendants). When it comes to new designs and collections, our decisions are driven by modern lifestyle needs.
We focus on creating pieces that seamlessly transition through your day – perfect for work, a fancy dinner, parties, or any occasion life brings.
Our goal is versatile elegance that you can truly live in. In fact, we’re currently excited to be working on a new modern Polki collection, which we anticipate launching just in time for the wedding season, offering a fresh take on traditional brilliance.
What advice would you give to aspiring entrepreneurs looking to enter the e-commerce or jewelry space?
Kush Dhannawat: For aspiring e-commerce or jewelry entrepreneurs, focus on three things:
First, find your unique niche. Don’t just be another brand. What makes you different? This clarity guides everything.
Second, obsess over the customer experience. In e-commerce, every digital touchpoint matters. From a smooth website to memorable packaging (like our eco-friendly pouches!), ensure every interaction is exceptional.
Finally, be incredibly resilient. Challenges, like finding the right suppliers, are inevitable. Don’t settle if it compromises your vision. Persistence and an adaptive mindset are your greatest assets.
Ashmika and Kush’s passion for sustainability and creativity shines through, positioning Bijou Co as a trailblazer in the fashion industry. Their insights inspire aspiring entrepreneurs to embrace innovation and responsibility in their ventures.
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